Hail A High-tech Bangkok Taxi

[george]

Hail a high-tech taxi

Bangkok's 'green' taxis will soon have GPS navigation and electronic payment facilities

A display terminal in the cab will show passengers information on things such as tourist spots as well as provide a channel for advertising.

BANGKOK: -- Most people don't really worry about which taxi they jump into, but soon they could be a bit more selective now that one company is giving its cabs a technology upgrade.

Suvarnabhumi Taxi Cooperative has invested over ten million baht in a GPS tracking system and other high tech equipment that will allow the company to know exactly where taxis are and also allow passengers to track a vehicle over the Internet.

Its taxis will also be able to accept credit card payments.

Suvarnabhumi Taxi Cooperative committee member Hudsadin Eamsherangkul said the GPS and communication system enabled its computer control centre to locate and trace every "Green" taxi of the cooperative, of which there are around 1,500 vehicles today.

Every taxi has a GPS module that sends a signal to a computer system at the taxi centre via the GPRS mobile network, explained Mr Hudsadin, who added that the computer centre could also remotely control some functions of the taxi in cases of emergency, such as turning on the emergency light or a siren.

One of the Suvarnabhumi Taxi "Green" cabs, which you will be able to track via the Net.

The GPS system will be active in around 1,000 Green cabs this year and 500 more cabs in 2007, with a target that every Green cab will be GPS-enabled within three years.

In conjunction with the credit card reader there will also be a display terminal that will show passengers relevant information regarding their trip. The display terminal will also be put to use this year as an advertising medium and also showing passengers music videos, film trailers, and tourism spots.

The Cooperative has worked with media companies and department stores such as Central and the Mall on sales promotion campaigns.

The electronic taxi payment system provides more convenience for passengers to pay fares electronically by using credit cards. It also allows the cooperative and drivers to manage their non-cash fares.

The cooperative has worked with Kasikorn Bank, Visa and Mastercard implementing the electronic payment system, and would select one of three companies - Ingenico, Embes, and HyperCom - to install the system.

A pilot project was run at the end of 2005 and the service will be available early this year.

The new system starts from the time the driver commences his shift. They start the shift by logging on to the network via a PIN pad. Whenever there is a card transaction, the driver swipes the card with the PIN pad and enters the fare for the trip. The system then computes other charges such as administration fees and communicates with the bank's host for online authorisation and prints the receipt upon approval.

At the end of the shift, the driver logs-off and prints the end-of-shift totals to collect money from the depot, off-set with the rental of the car for the day.

With an e-payment system, the drivers need not hold a lot of money, while passengers get more convenience. The cooperative handles the system and administration.

The digital mapping, vehicle tracking & monitoring, and the calling system was handled by Mappoint Asia, while the radio centre was run by Hova International.

Hova has over 20 years of experience in taxi service and radio centres, pointed out Decho Eamsherangkul, the president of the Suvarnabhumi Taxi Cooperative.

The cooperative received its licence in July 2002 and so far has around 2,500 members and 1,500 taxis.

Members pay a fee of 200 baht a year and 100 baht a month for service administration, while each member holds 500 shares in the cooperative, a value of 5,000 baht.

"Suvarnabhumi Taxi was born to be different and we position the Green cab as an alternative for taxi passengers," the president said.

He pointed out that all data is recorded at the centre, which also keeps driver records in a computer database, providing a higher level of security for passengers. There are more than 25 Green taxi service stops throughout Bangkok at various hotels, department stores and hospitals, with the number to increase to 40 by the end of the year.

"You will notice that every Green cab has covered seats with white cloth, which we do to make our service look professional. But passengers pay a normal fare, with no extra charges," the president said.

The GPS equipment for each vehicle costs around 10,000 baht, but the co-operative didn't install it to make a profit, but rather to improve quality and safety for passengers.

Besides adding hi-tech gear, the Cooperative has also held training for members in areas such as English language, first aid and self-protection. The drivers were given English classes and passenger service tips by the Non-Formal Education Office.

In case of an emergency, the drivers have take a first aid course provided by Phyathai 1 Hospital.

At the Suvarnabhumi Taxi call centre there are three teams of staff that work with the digital map 24-hours a day. The call centre will receive jobs and distribute them within a 100 kilometre area around Bangkok and suburbs.

The cooperative is now in the process of testing a vehicle location system that will allow a passenger's friends and family to track the location of a cab over the Internet. The service is expected to be launched this year.

--Bangkok Post, Database, 2006-01-12

[The Coder]

Most people don't really worry about which taxi they jump into, but soon they could be a bit more selective now that one company is giving its cabs a technology upgrade

Thanks for the warning, I will avoid this type every single time and wave them by so I can get a good taxi.

there will also be a display terminal that will show passengers relevant information regarding their trip. The display terminal will also be put to use this year as an advertising medium and also showing passengers music videos, film trailers, and tourism spots.

Just how many music videos and film trailers have I seen on the sky train tv's after the first few months? Umm let's see--none! Of course we all know this will be solid advertisements the poor passenger has to put up with the whole trip.

Every taxi has a GPS module that sends a signal to a computer system at the taxi centre via the GPRS mobile network, explained Mr Hudsadin, who added that the computer centre could also remotely control some functions of the taxi in cases of emergency, such as turning on the emergency light or a siren.

I would be paranoid of false alarms where the computer guy pushes the wrong button and causes the cab I am in to get in an accident by having its siren and emergency lights suddenly come on at the wrong time.

With an e-payment system, the drivers need not hold a lot of money, while passengers get more convenience.

I have a feeling this is just another spam channel. Does it require registration, email address, etc to use? The only convenience would be if I could swipe a regular sky train card on it which also could be used in the subway and on buses. That would be cool, this isn't.

In case of an emergency, the drivers have take a first aid course provided by Phyathai 1 Hospital.

Ok, fair enough. But I would rather see the priority be driving training to prevent accidents. Some of their driving is at times questionable to say the least and I don't like how cabbies put on their seat belt when they reach a check point and take it off after they pass it. I also want seat belts in the back seat! 3-point, with airbags.

[Florin]

It would be nice if they extended the "Visa Purse" system to these taxis as well, e-payment seems to be finally catching on around here